NatWest Tone of Voice — Caring & British

Tagline: "What Matters to You Matters to Us"

Industry: Banking

Sector: Finance

How NatWest Communicates

NatWest frames banking around actually paying attention to customers. "What Matters to You Matters to Us" ties financial services to empathy and understanding — caring, British, warm. The voice is listening and reassuring, selling a bank that positions itself as a partner that hears you out, not just processes your money.

Tone Words

NatWest's brand voice is defined by the following tone words: Caring, British.

Communication Style

Language Style: Listening
Sentence Type: Statement
Tense: Present
Expression: Imaginative

NatWest Brand Story

NatWest has reinvented itself as a customer-focused champion. The brand balances digital innovation with a commitment to understanding and serving individual customer needs.

Brand Message

Banking that truly listens to customers

Brand Mission

Champion potential and help communities thrive

Brand Positioning

Core Concept: Customer-Centric Banking

Central Tension: Big Bank vs. Personal Touch

About NatWest

NatWest Markets plc is the investment banking arm of NatWest Group based in the United Kingdom. The company was created from the then RBS Group's corporate and institutional banking division in 2016, as part of a structural reform intended to comply with the requirements of the Financial Services (Banking Reform) Act 2013 and to give the NatWest brand greater prominence. The Act implements the Independent Commission on Banking recommendation that domestic retail banking should be "ring-fenced" from riskier trading activities by 2019. The ring-fenced sub-group, NatWest Holdings, was created at the same time. To give it legal form, The Royal Bank of Scotland was renamed NatWest Markets in 2018; at the same time Adam and Company (which held a separate PRA banking licence) was renamed The Royal Bank of Scotland, with Adam and Company continuing as an RBS private banking brand until 2022.

Frequently Asked Questions About NatWest

What is NatWest's tone of voice?

NatWest uses a caring, british tone of voice. Their communication is listening, typically using statement-style sentences in the present tense. Their tagline "What Matters to You Matters to Us" exemplifies this voice.

How does NatWest communicate with customers?

NatWest has reinvented itself as a customer-focused champion. The brand balances digital innovation with a commitment to understanding and serving individual customer needs.

What is NatWest's brand message?

NatWest's core message: Banking that truly listens to customers Their mission: Champion potential and help communities thrive

What is NatWest's slogan?

NatWest's slogan is "What Matters to You Matters to Us". It carries their caring, british voice.

What is NatWest's mission?

NatWest's mission: Champion potential and help communities thrive

What makes NatWest's brand voice unique?

NatWest stands out through their caring, british communication style. Their central brand tension, "Big Bank vs. Personal Touch", shapes how they communicate across the Finance sector.

What language style does NatWest use?

NatWest uses listening language, with imaginative messaging, in statement-style sentences, using the present tense.